THE INFLUENCE OF FOREIGN TELEVISION ON NIGERIAN YOUTH: A CASE STUDY OF YEAR TWO STUDENTS IN THE DEPARTMENT OF THEATER AND MEDIA ARTS, AMBROSE ALI UNIVERSITY, EKPOMA

CHAPTER ONE

INTRODUCTION

1.1 Background of the Study

Over the past decades, the widespread availability of satellite television and streaming services has accelerated global media influence, especially among young audiences (Olagoke, 2017). Television has long been a dominant medium through which cultural norms, values, and behaviors are communicated, extending its reach across continents and into homes worldwide (Musa, 2019). The allure of foreign television, particularly American and European content, has made it increasingly accessible and influential among Nigerian youth (Okorie, 2020). The allure of Western media lies not only in its high production quality but also in its portrayal of diverse lifestyles that may differ significantly from local Nigerian norms (Ajayi & Fatoba, 2021). As youths are in a critical stage of identity development, they are highly susceptible to external influences, especially from media (Adekunle, 2022). Foreign television can impact the values, fashion, language, and behavior of young Nigerians, shaping their cultural identity and social perceptions (Nwafor & Obi, 2018). In particular, television shows and movies promote lifestyles that may be perceived as aspirational by Nigerian youth, potentially leading to the internalization of foreign ideals (Eke & Onuoha, 2021). Studies suggest that heavy exposure to foreign media may create a cognitive dissonance between local cultural values and the external culture portrayed on television, leading to a gradual shift in identity formation among youth (Oboh & Ukpong, 2023). Globalization has played a central role in blurring cultural boundaries, and television is one of its primary vehicles (Igwe, 2017). With Western media dominating much of the global entertainment industry, youth in countries like Nigeria are regularly exposed to foreign lifestyles, ideologies, and attitudes that may diverge from their indigenous cultural values (Ali, 2019). This phenomenon is often referred to as cultural imperialism, where Western media exerts subtle but pervasive influence on local cultures (Soyinka & Thomas, 2020). Consequently, there is a growing concern that foreign television content might erode Nigerian youth’s appreciation for their own cultural heritage (Adebayo, 2023). The impact of foreign television on the social behaviors of Nigerian youth is well documented. Youth who regularly consume foreign television content are more likely to adopt behaviors, fashion, and even language patterns that reflect those portrayed in Western shows (Chika & Adewale, 2021). For instance, reality shows, popular in Western media, often portray social interactions and conflict resolution strategies that differ from traditional Nigerian approaches. As a result, there is concern that this exposure may influence Nigerian youth’s approach to relationships, conflict, and personal goals (Okafor, 2022). Research further indicates that this influence is particularly potent among university students, who are often at the forefront of embracing new trends and challenging existing norms (Ibrahim & Balogun, 2020). Foreign television not only affects the social and cultural behaviors of Nigerian youth but also influences their academic and career aspirations. American and European shows often depict affluent lifestyles associated with careers in fields like entertainment, fashion, and technology, potentially diverting Nigerian youth from traditional career paths (Nweke & Adebisi, 2019). According to Ugwu & Nnamdi (2023), this exposure could lead to a disinterest in careers that are traditionally valued in Nigerian society, such as teaching and public service. This trend has implications for the Nigerian workforce, as youth become more inclined towards professions that may not align with the country's socio-economic needs. Students in the Department of Theater and Media Arts at Ambrose Ali University are uniquely positioned to experience and analyze the influence of foreign television. These students are engaged in both the academic study and practical application of media, making them especially susceptible to the influence of the media they consume (Olawale & Duru, 2022). Moreover, as future media practitioners, these students' perception of television content could shape their creative expression and career trajectories (Bassey & Ifeanyi, 2021). This case study of year-two students offers a focused lens through which to examine the impact of foreign television on Nigerian youth within the context of a field closely related to media production.

1.2 Statement of the Problem

The increasing exposure of Nigerian youth to foreign television raises significant concerns regarding the preservation of Nigerian cultural identity. Foreign television has introduced new norms, behaviors, and values that may conflict with Nigerian traditions and societal expectations (Chukwu & Ndukwe, 2020). This study specifically examines the extent of this influence on students within the Department of Theater and Media Arts at Ambrose Ali University, who are not only active media consumers but also future media creators. Studies have shown that regular exposure to foreign television content can lead to an internalization of foreign values and lifestyles, potentially impacting youths' perception of their cultural identity and societal roles (Ogunsanya, 2019). Despite the growing body of literature on media influence, there is a scarcity of focused studies on how this exposure affects university students, particularly those in media-related fields. Given that these students may eventually contribute to the media landscape in Nigeria, understanding the extent to which they are influenced by foreign television is crucial (Nwosu, 2021). Therefore, this study addresses the critical question: To what extent does foreign television influence the cultural values, social behaviors, and career aspirations of year-two students in the Department of Theater and Media Arts at Ambrose Ali University? By investigating these influences, the study seeks to contribute to the discourse on cultural preservation amidst globalization and offer insights into the potential need for strategies that encourage cultural resilience among Nigerian youth.

1.3 Objectives of the Study

This study aims to examine the influence of foreign television on Nigerian youth, focusing on year-two students in the Department of Theater and Media Arts at Ambrose Ali University. The specific objectives are:

1. To investigate the extent to which foreign television content impacts the cultural values and identity of Nigerian youth.

2. To assess the influence of foreign television on the social behaviors and lifestyle choices of Nigerian youth.

3. To explore how foreign television content affects the academic and career aspirations of Nigerian youth.

1.4 Research Questions

Based on the study objectives, the following research questions guide the investigation:

1. To what extent does foreign television content influence the cultural values and identity of Nigerian youth?

2. How does foreign television exposure affect the social behaviors and lifestyle choices of Nigerian youth?

3. In what ways does foreign television content impact the academic and career aspirations of Nigerian youth?

1.5 Research Hypotheses

The study tests the following null hypotheses to analyze the effects of foreign television on Nigerian youth:

H0₁: Foreign television content has no significant influence on the cultural values and identity of Nigerian youth.

H0₂: Foreign television exposure has no significant effect on the social behaviors and lifestyle choices of Nigerian youth.

H0₃: Foreign television content does not significantly impact the academic and career aspirations of Nigerian youth.

1.6 Significance of the Study

This study contributes to the understanding of how foreign television content shapes the attitudes, values, and aspirations of Nigerian youth, an area of interest for educators, policymakers, and media scholars. For the academic community, it provides insights into the potential cultural shifts among students exposed to foreign media. The findings may help Nigerian universities, particularly media and arts departments, develop educational approaches that encourage cultural resilience and critical media literacy. Additionally, the study offers valuable insights for policymakers on the potential need for content regulation to safeguard local cultural values. Finally, it informs parents, teachers, and community leaders about the social and psychological impacts of foreign media exposure, encouraging supportive measures that reinforce positive cultural identity among Nigerian youth.

1.7 Scope and Delimitations of the Study

The study is limited to year-two students in the Department of Theater and Media Arts at Ambrose Ali University, Ekpoma. This specific demographic is chosen due to the students’ exposure to and interest in media, making them more likely to be influenced by foreign television content. The study focuses on three main aspects: cultural identity, social behavior, and academic/career aspirations. Other influences, such as socioeconomic background or parental influence, are acknowledged but not covered in-depth. Additionally, the study examines only the impact of television content from foreign countries, excluding other media sources like social media or video games, to maintain a specific focus.

1.8 Definition of Terms

Foreign Television: Television content produced outside Nigeria, primarily from Western countries, including movies, series, and reality shows.

Cultural Values: The beliefs, behaviors, and norms shared by individuals within a specific society, reflecting their collective identity and heritage.

Social Behaviors: Actions and interactions of individuals within a society, shaped by cultural norms, media, and personal experiences.

Identity Formation: The development of a person’s self-concept and sense of belonging, often influenced by cultural and social experiences.

Academic and Career Aspirations: The goals and ambitions related to education and future professions, which may be influenced by exposure to various media portrayals of success and lifestyles.